Question about page rank....and Page content - This site ranks well but WHY?

Hey guys I'm very new to SEO stuff but ive been reading a good amount of information about it lately. I have a general understanding of what search engine spiders look for in pages.....I was browsing around google seeing what kind of pages came up with different keywords. I looked at the source of the higher ranked pages and I found something very odd... When I typed "Henredon" into google the 5th organic link is schoeners interiors Now...when i looked at the source for this page I was SHOCKED...No meta tags...No links, not even any content! Its just a .swf file..Isnt that the WORST thing you can do for SEO? And yet...there in the top 5 Organic links for "Henredon" Is there something that I am not seeing...? Possibly they just updated there site? Thanks for any help guys!

yep.. SEO or should I say Google isn't fair. Here we are trying our damnedest to rank in the first page but gets beaten by some crappy site older than my grandma with not a single trace of being SEOd.. haaay.

Crawlers do not like flash at all, however you can use it for small banners or something. There is a code that checks if the visitor is able to view flash content, and if not, a whole process transforms the website content into its html equivalent. It's complicated but its one of the only decission.

However, I wouldnt recommend you to do this. Better go with html + css + php etc.